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Measuring Social Influence Beyond Clicks and Comments

Trends, Retail, Social, CPG

by Stephanie Martone March 24, 2014

Did you know that brand advocates are more influential than the average consumer? In fact, brand advocates are 50% more likely to influence a purchase. These advocates are your passionate customers who embody your brand and actively spread your brand’s news and message. They are also key drivers in amplifying your digital marketing campaigns through their social networks.

A recent study conducted by Napkin Labs cited a mere 6% of fans actively engage with a brand’s Facebook page and found the biggest driver of engagement to come from that loyal few, the brand advocates. So, how is a marketing team able to identify these influential, most loyal and engaged consumers within the social media sphere in order to measure and motivate them?

A 2012 digital intelligence survey* found that companies and agencies sited the following main factors that prevent them from collecting social media data;

  • Lack of tracking capabilities and analytics
  • Social analytics are separate from multichannel analytics and business intelligence
  • Social data stored in disparate tools

The magic of social media is that it’s explicitly designed for users to engage and interact with each other and with various brands. Therefore understanding online social behavior of your customers, and how users interact, is essential for companies and brands looking to capitalize on collected data and transform them into actionable insights.

03242014 openshare_digitalmarketing imageWe’ve had many questions from our clients about just that. Being able to measure the social sharing component of a promotional program, allows marketers to attribute offline sales to social users and channels, identify consumers' social influence at the individual and generational level, as well as determine best practices for future offers.

Brand advocates can create some of the best value for your digital promotional campaign. Don’t underestimate the social influence of a ‘superfan’ and how they can increase your brand’s social profile and reach exponentially.

A webinar we conducted last year on our OpenShare products focused on how we can analyze social behavior and related sales influence, and incentivize brand advocates and customers to share promotions with friends and family. Check it out!

*Econsultancy and Adobe Quarterly Digital Intelligence Briefing Sept 5, 2012.